The Manchester group is prepared for major changes to the vaping market as consumers look for affordable options
Manchester-based consumer goods group Supreme PLC is fully prepared for the introduction of the Government’s new Vaping Products Duty on 1 October 2026, with its 88Vape brand set to remain focused on offering consumers an affordable vaping option despite significant changes to prices across the category.
The new duty will see vaping liquids taxed at 22p per millilitre. This means a standard 10ml bottle will attract £2.20 in duty before VAT, while a two-pack of 2ml pods will attract 88p.
For consumers, the impact will be significant. However, Supreme expects 88Vape to remain one of the most affordable compliant vaping brands on the market, putting the brand in a strong position as consumers become increasingly focused on value.
The company also expects the new duty to drive changes in purchasing behaviour, with consumers who currently buy more expensive vaping products potentially looking to trade down to more affordable brands such as 88Vape.
Sandy Chadha, Chief Executive at Supreme PLC said: “Consumers are going to feel the impact of this new duty in their pockets, meaning value is more important than ever. Even with the duty applied, 88Vape should remain one of the most affordable compliant options available, which puts us in a strong position as consumers look more closely at what they are getting for their money. We expect some consumers currently buying higher-priced vaping products to consider more affordable alternatives, and 88Vape is well placed to meet that demand.”
“We fully support the move towards a properly regulated and duty-paid vaping market. We have invested heavily in our UK manufacturing and compliance capabilities and are ready for the changes coming in October.”
With more than 55,000 retail outlets supplied across the UK, Supreme has significant reach across the convenience, value and multiple retail sectors. Supreme PLC is working closely with its retail partners ahead of the October changes, helping them prepare for new pricing across the category and the increased value of vaping products held in stores.
88Vape is one of Supreme’s key in-house brands and has established its position in the UK by offering a broad range of vaping products at affordable price points.
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